For the fiscal year 2024, Elon Musk’s social media network X—formerly known as Twitter—reported a sharp drop in revenue in India. Filings show that X’s revenue from Twitter Communications India Private Limited, its Indian subsidiary, decreased by 90% from the prior fiscal year. In particular, net profit fell from INR 30.3 crore to INR 3.4 crore, and revenue fell from INR 207.7 crore in FY23 to just INR 21.2 crore in FY24. The platform has experienced one of the biggest financial declines since Musk’s takeover in late 2022.
Key Drivers Behind the Financial Decline:
X’s declining sales and earnings in the Indian market are caused by a number of issues. A number of high-profile operational and content policy adjustments occurred after Musk took over Twitter and rebranded it as X. His emphasis on a “free speech” concept resulted in several contentious posts, which made many sponsors withdraw from the site. Advertiser confidence fell drastically in India, a sizable social media market with a diversified user base, as companies sought to partner with platforms that provided secure and brand-friendly spaces.
The decline in ad revenue from X’s main business areas in India, such as marketing support, R&D, and user support, was one of the main financial effects. For example, research and development revenue declined from INR 113 crore to INR 16.3 crore, and marketing support revenue fell sharply from INR 87.3 crore to INR 4.1 crore. These significant drops in revenue show the consequences of losing advertisers, the platform’s main source of income.
Additionally, Musk’s emphasis on cost reduction led to a more streamlined organizational structure. Due to the closure of offices in major Indian cities like Delhi and Mumbai as well as the layoffs of many personnel, costs were reduced by over 89%, to INR 18.7 crore. These reductions, however, were not enough to offset the significant drop in sales, which put the business in a precarious financial position.
Challenges in Rebuilding Market Trust:
The monetary losses X has experienced in India highlight more significant difficulties in winning back advertising confidence and keeping a devoted user base. Although Musk’s restructuring initiatives are in line with his vision of a redesigned social media landscape, brands that are apprehensive about the platform’s alterations have opposed them. Even though Musk hired CEO Linda Yaccarino to reform operations and increase confidence among international advertisers, it is still difficult to regain traction in the Indian market, which is among the biggest in the world.
The increased competition from other platforms is making things even more difficult. In addition to offending long-standing advertisers, X’s shift has also presented challenges from rivals like Facebook, Instagram, and more recent arrivals. The competition for supremacy in India’s social media market has been more intense as a result of these platforms’ increased efforts to draw in advertisers and content producers.
India’s advertising sector is expanding quickly thanks to a younger population that uses social media extensively. However, for the platform to recover financially and operationally, it will be essential to match X’s brand with advertiser expectations in this changing environment. The company’s attempts to rebuild Outlook for X in India present both chances and challenges due to Musk’s well-known brand and the significant platform modifications he has made.
Conclusion:
Musk and his team will be closely watching X’s voyage in the Indian market as they try to get the platform back on track for growth. Regaining sponsors, adjusting to local content tastes, and establishing a viable business plan that supports Musk’s objectives are all critical to X’s future in India. Although the platform’s rebranding and shift toward more flexible offerings might lead to new sources of income, it is unclear how successful these changes will be.
Although user adoption and market acceptability will be crucial, the platform’s push into subscription services and its drive toward premium features may present an additional revenue stream. Musk’s free-speech philosophy must be balanced with a business plan that appeals to both Indian users and advertisers as X contends with intense competition.
